Cut to the Core

Mr. Page, Thanks for the Rank!

Guest blogger, Rosalinda Sanquiche, is the Executive Director, Ethical Markets Media. Rosalinda’s childhood years hiking through Puerto Rico’s El Yunque National Forest informed her belief that we must engage in sustainable behaviors to preserve the magnificent world we inhabit.   She earned a masters in Environmental and Resource Policy as a George Washington Fellow at George Washington University in D.C. She is a speaker and author on environmental issues and is thrilled to work with Ethical Markets Media to promote socially and environmentally responsible behavior from an economic perspective.  

 

Larry Page is a whiz at algorithms, ones you likely use every day -- yes, really. 

When you do a web search for anything, Google has an algorithmic method of determining what you see first on the search page, and PageRank is key.

Google PageRank is a proprietary mathematical formula that implies value of a website.  It can be correlated to traffic but is more importantly correlated to the quality of connections to other reputable, high-value, quality sites.  A website that gets "less" traffic but offers higher-quality content and lots of active, useful links might have a high PageRank whereas a site that gets lots of traffic but has poor content might get a lower PageRank. 

As per Google, "PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results."  With a website like www.ethicalmarkets.com, if anyone searches the term "ethical markets," we come up first because we have one of the few urls with those key words, because we're currently an active site with lots of pages and because we have a high Google PageRank.

In the forthcoming book, Dare to Care, the author describes Ethical Markets Media as a "typical global Internet company, ranked a 6 on Google with more than 30,000 links." The editor rightly questioned, "what does that mean?" 

To those who manage traffic to a site, IT people, web managers, exec directors like me, this is important and meaningful.  When reading the book, we'll think, "impressive."  For everyone else, they'll probably gloss over it.  It'd be nice to put the numbers on a scale, like a 6 out of 10, but that implies an arithmetic or an exponential relationship.  I doubt it's even a bell curve or other standard deviation.  See Wikipedia for the gritty details.  The math is beyond me.  We say we're a 6, but that's rounding for simplification.  We're probably more like a 6.193743378+/-.025 (only Google really knows). 

I've never seen a 10 (the possible max).  I've never even seen an 8, though I've heard they're out there.  A six is strong for our type of website (one of the 500 million variables - not porn, not sales, not .edu, and so on). 

If I were re-writing the line, I'd say something like this: "a typical global Internet company with a strong PageRank 6 on Google and more than 30,000 links."   The author probably doesn't need to include anything about PageRank since the term has little meaning to most people and tends to be used as a marketing tool, but as a point of pride I think it's worth mentioning.  Thanks, Larry!

Google Changes Search Algorithm

In order to protect the integrity of Google Searches, and to continue to deliver relevant and valuable responses to user searches, Google makes periodic changes to its search formula. The most recent formula seeks to factor out the effects of two data manipulations: “content farms” and “scraper sites.”

In February, Google began the process of adjusting its search algorithm, a mathematical function for prioritizing search results, to control the effect of “content farms,” the marketing practice of publishing massive amounts of textual content in order to populate a Web site with pages. The content is written solely to satisfy keyword popularity and, thereby, to maximize page views. The goals are to produce a higher ranking and, ultimately, to generate higher advertising revenue. Thus, a “content farm” Web site refers to Web sites that have been able to increase Google ratings by providing this low-quality content in quantity. Google notes that their “farmer” update, as it is informally dubbed, “noticeably impacts 11.8% of our queries.”

Google also seeks to factor out a related issue – the “spam website.”  A “spam website” copies all of its content, usually open content, from other sites through Web “scraping,” the use of software that can extract Web site content. For an explanation of how to use Google Analytics to assess the impact on your Web site, and to see a list of sites that won or lost out because of the update, read The Daily SEO Blog entry of March 3rd.

 

Three Web site practices will ensure that Google continues to value your content and rank it highly:

1. Publish original content. Search engines consider originality and variation of media communication channels reasons to improve rankings. In addition to Web site content such as articles and special reports, consider writing a blog, producing a video, starting a photo log on Flickr, or  sharing your presentations on SlideShare.

2. Obtain quality inbound links. High-quality links have long been a strong indicator to search engines that your content is valuable. Therefore, make the effort to collaborate with other high-value content producers and work to get quality links. 

3. Create content with good writing. Frequency of mentions in social media is a factor that is measured by search engines. That means you should focus on the quality of your writing, as well as focus on your audience, in order to get social media mentions that will spread through all the social media platforms.

 

Key Point – If you focus on quality content vs. quantity, you will deliver a user-friendly and a high-quality experience to your visitors. You will also receive a higher ranking on Google due to your timely and original content.

Do you have questions about the long-term impact the algorithm might have on your online sites? Do you need assistance writing online content? Look over our branding package, BrandStory, and give me a call at (850) 341-9075 or send me an e-mail: maria@koreaccess.com

To Find the Real Story, Study the Actions of Leaders in the Marketplace

If you are like most entrepreneurs, you do not have the staff to collect all the marketing intelligence available, nor do you have the budget to buy all the latest market reports. And even if you did, you probably still lack the manpower to quickly translate the data into a comprehensive marketing plan.

So what is the next BEST thing? You can reverse engineer the trend. You do this by studying the actions of the leaders in the industry in order to do an analysis of their strategies and tactics: Have they pulled out of a market? Are they advertising more heavily on social media sites? Have they changed their Web site to reflect a new customer concern?

By studying these leaders and their strategies and tactics, and by reviewing the local trends in your community of users, you will soon start to detect the current patterns in the marketplace. You can then steer your business much more directly toward a successful future.

 

Buyer Resistance Is Up

Are you successfully communicating your value to today’s cautious and concerned consumer? When economic times are uncertain, prospects require additional reassurance that you have the expertise to solve their challenges and the experience to customize a solution to meet their specific needs and wants. Therefore, ask yourself if you are successfully communicating your value in order to overcome initial consumer resistance, win prospects and close sales?

Read the April 2010 issue of Marketing Mindset  for best practices to improve the outcome of your selling efforts. Download KA_Ezine_APR_2010

Part I: The Core ABC’s of the Who, What and Why of your Online Brand

To assess the authenticity of your brand, evaluate the ABC’s of your online marketing messages and activities.  By examining the who, what and why of your online brand you will ensure your brand is credible and true to your organizational mission and vision. 

Part I: The Who of Your Online Brand

Review the core Who ABC’s to ensure that your online messages convey the intended brand image:

Assets: Do your online media platforms (Web site, blogs, tweets and other social media) drive traffic and elicit comments?

Brand: Is your brand culturally relevant to your audience? Are your online actions meaningful to your audience?

Competencies: Do your consumers value your core competencies? Does your audience identify with and interact with your online brand?

To further enhance your online Who, use visual anchors that represent your brand. Be sure to exclude any design elements that detract from your intended core message.

Enhancing Customer Engagement with Social Media Marketing

 

Social media platforms enhance engagement by allowing customers to interact with your brand on their terms. Customers are able choose how they experience your brand by interacting with the various online media platforms your company offers. In addition to providing customer value through their flexibility, social media marketing initiatives are cost effective, quickly published and easily implemented by organizations.

 

Both consumers and providers currently drive social media growth because it offers the shared advantage of reducing costs: Consumers save on travel time and transportation costs and providers save on publishing and distribution costs. Additionally, online social media allow for the exchange of information in ways that would not otherwise be available. Each online platform, in fact, serves specific consumer informational needs: Some provide interactive functionality, others offer immediacy, and many allow customization and personalization by the user.

 

Key Point – Online platforms increase customer participation and engagement with your brand at the same time they reduce costs. Is increasing your online marketing efforts important to the success of your organization?

 

The Use of Social Media Increases Web site Traffic

 Let your company Web site serve as a “hub” or central depository for your inventory of special reports and thought leadership content. Then, you can leverage, through the use of monitoring tools, both free and by paid subscription, the marketing value of that content with all your other online activities. For example, the customized use of filters and alerts can provide you valuable information about your Web site traffic. With the resulting statistics in hand, and by studying and understanding the power and constraints of the various social media platforms such as LinkedIn, Twitter and YouTube, you can develop online marketing strategies to maximize each platform’s potential to attract interest in, and to drive traffic to, your Web site. Once on your site, visitors can be directed to any publications you have available. If those publications include white papers, case studies and reports, which are especially effective tools to meet the informational needs of your readers and to communicate your expertise, the result is that you will engage prospects, communicate your brand value, and enhance your standing as a thought leader.

Key Point – Online content communicates your solutions and details your understanding of customer challenges.

How are you Serving Today’s New Conservative Consumer?

Information Resources Inc., a leader in providing market information and enterprise solutions, has labeled today’s consumer as the “new conservative shopper.” This consumer is adjusting to the sustained economic downturn by exhibiting several new shopping habits including:

1. Decreasing purchases between six and ten percent

2. Substituting once hired services with do-it-yourself products

3. Redefining “necessities.” For example, Millennials consider items such as iPhones essentials and are now leveraging their ability to connect to the Internet for smart shopping practices

In reaction to market changes, earlier in the year, giant consumer products manufacturer, Procter & Gamble Company (P&G), reversed its trend of introducing a newer and improved product. Instead, P&G created a version of their popular Tide detergent, Tide Basic, which retails for 20% less.

How are you re-framing your core service or product to address this new “cautious and conscientious shopper”? Are you reworking your pricing structure to address your clients’ value concerns? How are you incorporating your core value proposition into your service or product offering conversations?

Your Kore Access Colleagues are keenly aware that now is the time to act on your core competencies to create and provide value. If you have never worked with us, take advantage of our value-driven easy-to-try us project offer. To set up your initial, complimentary consultation and to get a customized project quote, contact us today.  

Use White Papers to Shorten Your Sales-Cycle

 Overcome long sales cycles by positioning your company as the expert in solving the customer’s business challenges. By creating a high-quality white paper you provide added value to prospects as they make their purchasing decisions. White papers serve to inform and convert buyers through both persuasion and education.

Write and distribute a white paper in order to highlight your company’s unique benefits, to promote your solutions and to persuade your readers to take action.

To make a strong case for your organization consider including these white paper sections:

* A historical background in order to discuss the historical use of your product or service. Can you reduce buyer objections by highlighting how the product’s evolution is relevant to a purchasing decision today?

*A case study which analyzes an organization similar to that of the reader which has benefited from the implementation of your preferred product or solution. Can you increase your buyer’s purchase readiness by sharing the following details of another client’s success: the client’s business objectives, the technical and business problems and challenges originally faced, the details of the chosen solution and the benefits realized after implementation of the solution?

Visit the free resources section of the Kore Access Web site to access many more white paper tips that will help you increase your sales potential. Click here.

*Increase your market influence with a white paper.  Work with your Kore Access colleagues to increase marketing effectiveness by addressing your customers’ current challenges. Explore how to connect and communicate your core brand identity in order to increase both initial and repeat sales.

To set up your initial, complimentary consultation and to get a customized project quote, contact us today. 

Increase Your Credibility Among Prospects With a Case Study

Surveys reveal that prospects are influenced by the opinion of satisfied customers more than they are by companies’ marketing materials. Furthermore, historically, in most industries, consumer surveys reveal that the endorsements in a case study are more credible than direct advertising. Consider also that case studies have high readership and are more likely to be kept as future reference sources.

A case study can increase your buyer’s purchase readiness by sharing the details of another client’s success. The recommendations offered by case study customers address real benefits real companies have achieved and the features that were deemed important to their target audience. Such recommendations from former or current customers help establish early credibility and trust between you and your potential clients.

Find out more about case studies by visiting the free Kore Access case study resources page, click here.

A case study, most commonly described as a cross between an article and a testimonial analyzes an organization similar to the reader’s organization and describes how it benefited through the implementation of the preferred product or solution. To get started on your case study contact your Kore Access colleagues to receive your initial, complimentary consultation and to get a customized project quote.